CLIENT
RAI Italia

MEDIUM
Online Display Ads, Newspaper Ads

SITUATION
The client was advertising a new Dish programming package with tons of unique, authentic Italian content. The target was 1st and 2nd generation Italian-Americans who wanted to see Italian TV shows, music, sports and more.

PROCESS
Playing on the general perception of the quality of goods made in Italy, and the associated pride that Italian-Americans would take in that fact, I crafted a simple, conversational headline to catch their eyes. The body copy targeted their passion points, and included some in-language Italian words for familiarity's sake.